THE OBJECTIVE
- Support the campaign for a national beverage brand utilizing retail data from Kroger.
- Optimize media buying to align with outcome-based metrics, primarily focusing on ROAS.
THE SOLUTION
With the campaign needs relayed to the Choozle team on a Wednesday and the launch that Friday, the Choozle team worked quickly and diligently to set the campaign up for success. To ensure precise targeting, Choozle utilized zip lists of Kroger stores, allowing the campaign to effectively reach local audiences. The strategy involved categorizing these audiences into three distinct groups: new, existing, and lapsed beverage purchasers. New purchasers were shoppers who hadn’t bought any of the submitted UPCs in the 52 weeks before the campaign’s start, while existing purchasers were those who made purchases within the 26 weeks leading up to the campaign. Lapsed purchasers were identified as shoppers who had made purchases between 26 and 52 weeks before the campaign but not within the 0-26-week timeframe. This segmentation ensured that our messaging resonated with each group’s purchasing behavior, maximizing relevance and engagement. The campaign’s distinctiveness originated from its granular audience segmentation, leveraging both geographic and behavioral data from Kroger. By targeting specific shopper categories based on their purchase history, the campaign aimed to optimize relevance and engagement.
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KEY RESULTS
6.68X
ROAS
10M+
IMPRESSIONS
36%
NEW HOUSEHOLD REACH
$476K
CAMPAIGN SALES
Our team of digital media experts are here to meet you where you are on your digital journey. Whether you’re looking to leverage our self-service platform or managed services, we’re ready to chat about your Display, CTV, Native, Audio, Video, DOOH, Search or Social advertising needs.
Tina Starr – CEO
Tina Starr is the Chief Executive Officer of Choozle, where she guides the company’s strategic direction, operational excellence, and long-term growth. With more than 15 years of experience in marketing, media, and technology, she is known for aligning teams around clear priorities, elevating performance standards, and delivering measurable outcomes for brands and agencies.
Before becoming CEO, Tina served as Executive Vice President of Revenue. She unified Sales, Account Management, and Media Solutions into a single integrated organization designed to improve performance, strengthen client relationships, and drive sustainable growth. She advanced Choozle’s market position by championing transparency, improving inventory quality, and expanding access to advanced measurement, enabling clients to connect investments to real business impact. She also built a deeper leadership bench and supported the advancement of women into senior roles.
Earlier, Tina served as Vice President of Account Management and Strategy, where she developed scalable programs, improved campaign execution, and led teams that consistently delivered stronger retention, revenue growth, and client outcomes. Before joining Choozle, she held senior roles at Next Step and HumanDesign and contributed to Google’s Premier Partner Program, shaping standards that influenced the broader performance marketing industry.
Tina is a collaborative and data-informed leader who combines strategic clarity with operational rigor. She mentors emerging leaders through Upnotch and DECA and has supported organizations such as the American Cancer Society, Habitat for Humanity, and Alpha Chi Omega. As CEO, she leads Choozle with a people-first mindset, ensuring that technology strengthens expertise and enables the company’s next era of innovation and customer-focused growth.